The Kobo street team took to the subways of Toronto, saw people reading, and rewarded them with free Kobo Touch eReaders—definitely a pleasant surprise for 100 Monday morning commuters! Kobo partnered with HarperCollins to promote Ontario author Julie Wilson’s new book Seen Reading, a collection of 100 fictional stories inspired by sightings of real people reading on Toronto transit. Both companies worked together on an integrated campaign to bring Julie’s book to life by rewarding people for reading.
On the day of, the Kobo street team accompanied Julie to surprise commuters on Monday morning (May 28) on the Yonge/University subway line. No matter what passengers were reading, digital or print, they were given free Kobo Touch eReaders, all pre-loaded with Seen Reading. In addition, the team also gave out 1,000 Kobo-branded postcards, stickers and buttons to interested passengers. We had so much fun sharing reading with commuters. We caught all the excitement on tape.
The objective of the program was to create awareness among commuters for Kobo and Julie’s book Seen Reading through a high-energy, grassroots campaign—a great tie-in with the theme of Julie’s book.
Seen Reading is available online from Kobo for $9.99 until June 3, 2012. Consumers can visit the Harper Collins Canada’s Facebook Page to enter for a chance to win a Kobo Touch eReader—pre-loaded with Julie’s book.